From Impossible to Inevitable

From Impossible to Inevitable

Aaron Ross, Jason Lemkin

How SaaS and Other Hyper-Growth Companies Create Predictable Revenue


"From Impossible to Inevitable: How SaaS and Other Hyper-Growth Companies Create Predictable Revenue" is a book by Aaron Ross and Jason Lemkin that provides insights into scaling a business. First published in 2016, it has become a popular resource for entrepreneurs and businesses looking to drive growth.The book essentially acts as a guide for building a high-growth company. Drawing on the authors' experiences and case studies from successful companies, the book illustrates how Software as a Service (SaaS) and other hyper-growth companies have been able to create predictable revenue and sustainable growth.

Ross and Lemkin outline a seven-part framework to help companies move from the 'impossible' stage, where growth seems unattainable, to the 'inevitable' stage, where steady and predictable growth occurs:

1. Nailing a Niche: Start by focusing on a niche market where you can become the best and expand from there.

2. Create Predictable Pipeline: Generate consistent leads by creating compelling content that attracts potential customers.

3. Make Sales Scalable: Structure your sales team efficiently and specialize roles to optimize performance.

4. Double your Deal-Size: Find ways to increase the average contract value and revenue per customer.

5. Do the Time: Understand that hyper-growth is a long-term game and be patient.

6. Embrace Employee Ownership: Empower your team members to take ownership and be accountable for their work.

7. Define Your Destiny: Set clear, strategic goals for the future and work diligently towards achieving them.The book posits that achieving hyper-growth isn't about luck or one-off success but is about implementing proven systems and processes. It emphasizes the importance of specialization, the creation of a predictable sales pipeline, patience, and the significance of empowering employees to foster growth.

Three Key Learnings:

  1. Nail a Niche: One of the primary lessons from the book is the importance of starting with a niche where your business can truly excel. By becoming the best in a specific area, companies can build a strong reputation and customer base, which can later be leveraged to expand into other areas.
  2. Create a Predictable Pipeline: A consistent and predictable lead pipeline is critical for growth. The authors emphasize the importance of creating compelling content and utilizing effective marketing strategies to consistently attract and convert potential customers. Having a reliable, predictable source of new prospects is a crucial component of scalable growth.
  3. Embrace Employee Ownership: Ross and Lemkin advocate for a culture where employees take ownership of their work. This empowerment not only improves productivity and engagement but also encourages innovation, as employees feel more vested in the company's success.

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